We created a communication campaign with GSK to emphasize the product benefits of Cetebe vitamin C and to win back their market position.
Since it was the consumers’ belief that there was no real difference between vitamin C products, Cetebe’s market position had deteriorated significantly due to cheap vitamin C brands. In order to win back Cetebe’s leading position, our most important task was to make their product benefits understandable, and by doing so, convert traditional vitamin C consumers into Cetebe consumers.
In the internationally adaptable creative concept, we explained that vitamin C products are not the same. We developed a new TVC, in which we demonstrated the working mechanism of Cetebe, and made the product benefits unequivocal.
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